1. Radio Station Content Analysis Reports Findings & Trends Final Edit - 4/5/06 Findings & Trends Final Edit - 4/5/06

2. Stations Analyzed 93.7 The Bone - Classic Rock - Sea Comm - former Surf DJs, male demo, some long songs, expanded playlist Surf 98.3 - Modern Rock - Next Media - less edgy alternative/ modern rock, independent image WWQQ - Country - Cumulus, patriotic image, male & female demos Lite 98.7 - Light AC - Next Media - businesses, moms, ad & music mix heavy toward female demo BTW, FYI, EW&F, DNS 93.7 The Bone - Classic Rock - Sea Comm - former Surf DJs, male demo, some long songs, expanded playlist Surf 98.3 - Modern Rock - Next Media - less edgy alternative/ modern rock, independent image WWQQ - Country - Cumulus, patriotic image, male & female demos Lite 98.7 - Light AC - Next Media - businesses, moms, ad & music mix heavy toward female demo BTW, FYI, EW&F, DNS

4. Stations Analyzed Kiss 94.1 - Urban AC - Cumulus, off the air, changing frequencies to 94.5, urban, little local presence (Dallas) 630 WMFD - Sports talk - ESPN - NextMedia (Not Ocean), consistent format, same topics repeated, knowledgeable hosts/personalities, mix of local/national shows 106.3 The Big Talker - Talk - Sea-Comm, local & national shows, Dr. Daniel, Bible forum, Hannity, retirement, police Kiss 94.1 - Urban AC - Cumulus, off the air, changing frequencies to 94.5, urban, little local presence (Dallas) 630 WMFD - Sports talk - ESPN - NextMedia (Not Ocean), consistent format, same topics repeated, knowledgeable hosts/personalities, mix of local/national shows 106.3 The Big Talker - Talk - Sea-Comm, local & national shows, Dr. Daniel, Bible forum, Hannity, retirement, police

5. Station Image & Identity Image & Consistency - DJ, drops, jingles & music combine to form a “brand image” Station IDs constantly airing - sometimes before each song Making sure the “cume” listener knows which station they listened to Logo, nickname, mascots all contribute to identity Image & Consistency - DJ, drops, jingles & music combine to form a “brand image” Station IDs constantly airing - sometimes before each song Making sure the “cume” listener knows which station they listened to Logo, nickname, mascots all contribute to identity

6. Music. That’s what radio’s about, right? Least music in the mornings, most at night Large commercial blocks common 3-6 minutes Large blocks of music at some times Lots of “front-selling” and “teasing” of songs Failure to “back sell”, name songs when they play? Why? Loyal listeners will know? Least music in the mornings, most at night Large commercial blocks common 3-6 minutes Large blocks of music at some times Lots of “front-selling” and “teasing” of songs Failure to “back sell”, name songs when they play? Why? Loyal listeners will know?

7. Contests, ads & news Contests abound - then we must be in a ratings period Most DJs/music originates in Wilmington locally generated (Cumulus link)(Cumulus link) Most ownership out of town Some ads cut across formats (Stevenson Honda), some specific to format Lack of news (what’s wrong w/radio news?*) Contests abound - then we must be in a ratings period Most DJs/music originates in Wilmington locally generated (Cumulus link)(Cumulus link) Most ownership out of town Some ads cut across formats (Stevenson Honda), some specific to format Lack of news (what’s wrong w/radio news?*)

8. Web Sites All stations have them but… Most are out-of-date and thin on info Some don’t even match air content Few corporate links on the web. Desire to appear “independent”? Visually match station’s image What is the role of the web site? Does a bad web site hurt the station? All stations have them but… Most are out-of-date and thin on info Some don’t even match air content Few corporate links on the web. Desire to appear “independent”? Visually match station’s image What is the role of the web site? Does a bad web site hurt the station?

9. Web Sites Web news - sometimes syndicated on-line, updated by a service

10. Talk Radio Mix of local and syndicated shows Provides public forum of sorts - sometimes callers screened Sports talk, ESPN Heavy serving of gossip and speculation Hosts play odd roll of fan, critic, friend…journalist? (e.g., Dan Patrick) Mix of local and syndicated shows Provides public forum of sorts - sometimes callers screened Sports talk, ESPN Heavy serving of gossip and speculation Hosts play odd roll of fan, critic, friend…journalist? (e.g., Dan Patrick)

11. Talk Radio Big Talker Local & syndicated shows Politics? Role of talk radio: generate interest in itself, in topics. Controversy - if none exists, create some. Big Talker Local & syndicated shows Politics? Role of talk radio: generate interest in itself, in topics. Controversy - if none exists, create some.

12. Some notes and observations Dayparts: morning drive, midday, afternoon drive, evening/night, overnight Morning and afternoon drive most important Don’t start presentations with, “We did WKRP.” Talk to the audience! Dayparts: morning drive, midday, afternoon drive, evening/night, overnight Morning and afternoon drive most important Don’t start presentations with, “We did WKRP.” Talk to the audience!

13. Radio Summary Radio still vital - making money (20-40% profit margin!) Some variety in Wilmington programming, some generic formats Careers available - sales, on-air talent, promotions Ownership largely corporate Radio still vital - making money (20-40% profit margin!) Some variety in Wilmington programming, some generic formats Careers available - sales, on-air talent, promotions Ownership largely corporate

14. Radio Summary Mobile, secondary medium Competing with many technologies and entertainment options: mp3 players, CDs, satellite radio, podcasting, streaming audio Will need to be flexible and adjust May become local once again… Still provides social bond, shared aural space Mobile, secondary medium Competing with many technologies and entertainment options: mp3 players, CDs, satellite radio, podcasting, streaming audio Will need to be flexible and adjust May become local once again… Still provides social bond, shared aural space

15. Radio Summary Some DJ breaks are “voice tracking” Dead air - a sin in radio, guaranteed lost listeners Format needs to be specific - relatively narrow May expand as digital radio takes off Some DJ breaks are “voice tracking” Dead air - a sin in radio, guaranteed lost listeners Format needs to be specific - relatively narrow May expand as digital radio takes off